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Helnl Radio News Service
8/7/46
show that FM receivers are now being produced at the rate of about 1,000 per day by such manufacturers as Zenith, Stromberg-Carlson, Scott and Freed and probably other major pianufacturers such as General Electric and Philco, the latter producing a large propor¬ tion of the AM-FM combination receivers.
Meanwhile, in the television field, some broadcasters are voicing optimism for the possibilities for this type of broadcast¬ ing which is in complete disagreement with its critics. Paul B. Mowrey, National Director of Television for the American Broadcast¬ ing Company, recently declared that "the nation's great advertisers will accord far more support to television than the grudging col¬ laboration they granted radio in its early years. "
Mr. Mowrey pointed out that "at least seven years of active radio passed before the important industrial firms of America became sold on the employment of radio as an advertising medium. In contrast to that picture", he continued, "we have the hopeful pros¬ pect of immediate commercial support for television, accelerated by the fact that our most progressive advertisers are anxious to fam¬ iliarize themselves with this exciting new medium from the start, intent not so much upon resulting sales as experience and promotion¬ al impetus. " There are positive signs, Mr. Mowrey said, that "in¬ dustrial firms not only are keeping a sensitive finger on the pulse of video, but are planning their participation intelligently. For the set owner — television viewer - that means good programs from the start and commercial messages that will be properly restrained and in good taste, because the sponsors already have discovered that only wisely planned and executed programs will attract and hold the public's interest."
The ABC executive saw acceleration of commercial support for television this Fall and Winter, "The volume, of course", he said, "will be limited by the number of available stations, but the eagerness on the part of the industry to get its toes wet in the enticing pool of video is the one unmistakable sign that tele¬ vision is a robust infant, indeed. "
Bolstering Mr. Mowrey' s statements, the Syl vania Electric Products Sales Research Department has announced that, in its con¬ duct of a survey, 9,603,000 urban families have expressed the desire to spend some $2,500,000 for home television sets in the next four or five years providing telecast facilities will be available. About 26$ of the nearly 10 million families interviewed, the report said, definitely plan to buy a television set and 18.5$ are considering the purchase of one.
The survey also revealed that the average family thought they would have to pay from $200 to $250 for a television set while 5.9$ thought they would have to pay over $500.
Mr. Frank Mansfield, Director of Sales Research for Sylvania said that a set designed for an audience of four would apparently fill the need of 80$ of the families interviewed. He added that there arre no indications that television would supplant moving
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